Why is New Balance so "fire"?

In recent years, many people around Xiaobian have put on New Balance's shoes. It is difficult for Xiaobian to understand at first, why this "normal" running shoes will suddenly be so hot.

Xiao Bian through various aspects of understanding, found that New Balance is not unknowingly on the fire, but because in recent years New Balance global has formulated clear and focused strategic goals - to the world's third-largest sports brand goal, The team also made great efforts in strategic planning, resource input, product innovation, brand building, and supply chain management.

First, New Balance closely integrates marketing strategy with the trend of the times. The celebrity effect gave New Balance a huge boost in sales.

In recent years, you will find that many stars such as Kim Soo Hyun, Lee Hyo Ri, Shawn Yue, and Yang Mi have a special liking for New Balance, and even wear New in the movies “You From the Stars” and “Chun Jiao and Zhi Ming”. Balance shoes into the mirror, this is undoubtedly a natural market catalyst for the brand.

It happened to be at this time, with New Balance globally, especially in the United States, Japan, South Korea, Hong Kong, China Taiwan and other places, but also more or less affect the choice of consumers in mainland China. Changes in dress trends - The evolution of wide-leg pants, straight-leg pants, leggings, and cropped pants has made New Balance, an easy-to-fit shoe style, even more popular.

In addition, New Balance's model transformation also brought a huge turn for the better.

Zhang Hongwen went to all parts of China. “The patrol shop established the “3+1” product strategy developed by New Balance in China: the jogging shoes series, the retro leisure jogging series, the Anglo-American series and children’s shoes, and all the marketing and store resources are concentrated here. 3 product lines to promote.

Under the product layout of "3+1" subtraction mode, New Balance can deliver brand information more clearly, focusing on pillar products to increase publicity and communication, strengthen image and positioning, communicate their selling points to consumers, and build awareness. Like degree. Each category of merchandise advertises only one focus and avoids overly complex product information that interferes with consumer choice.

At the same time, during the past few years, New Balance has been working hard at store retail, training, and operation levels. New Balance China's stores have upgraded the packaging and in-store promotions of different product lines. Make the product display more in line with consumer shopping habits. It is closely integrated with online communication to form a complete brand experience. For example, around the "tricolor" online micro-film story, in the store to achieve and micro film theme and content display. Create an interactive experience by communicating a more complete story to consumers.